No. 92: Hey all,
Welcome to this week’s Commerce Lab newsletter!
Each Wednesday, you get actionable insights to boost conversions and site revenue based on our experiments on 8-and 9-figure brands.
Today, we’re getting into an often-overlooked question:
What collections do you show customers first?
New visitors explore collections to get a sense of what you offer.
But, it’s also where many jump ship from pure overwhelm.
We’ll show you how to merchandise effectively for maximum revenue.
In this 1-min read, you’ll learn:
- Win of the week: Why you should order your collections by category sales.
- Insights: A framework for squeezing more profit from ads, improve customer experience with these 12 ecomm facts, and 3 easy hacks to boost conversions.
- News: The ecomm trends to watch in 2024.
Let’s dive in.
– Allen
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WIN OF THE WEEK
For large catalogs, order and display your collections by revenue contribution.
In a recent test for a home goods brand, revenue per visitor increased by 18.5% when we changed the order of the ‘Shop All’ page to list high revenue collections first.
Before, these were in alphabetical order.
This change also lifted conversions by 9.8%.
Here’s Why it Worked
Don’t default to sorting collections by what you think is important.
Your collections are where buyers get a sense of the types of products you offer.
Present the ones you already know convert best FIRST.
Because in some niches, consumers just want to be shown what to buy with the least amount of thought possible.
So, you might as well point to the collections that drive the most revenue for you.
Good rule of thumb:
Don’t assume buyers understand how to find what they want; if you have a diverse catalog, list your collections by what drives both the most total revenue and highest revenue per visitor.
Show them where they should go first.
What Most Brands Do Wrong
Most brands list their collections by what they deem important.
Or, they order alphabetically, assuming customers find this easy to navigate.
This is a missed opportunity.
Instead, captivate new visitors by using data and directing customers to collections that historically drive the highest total revenue and highest average revenue per visitor.
This is how we maximize revenue from your traffic channels.
Steps to Try Today
Do you have a large catalog with many collections?
First, look at your data and get clarity on what drives the highest revenue and highest average revenue per visitor.
Then, consider placing these collections right away to maximize revenue per visitor.
As always, TEST!
📣 INSIGHTS
10 ecommerce facts most get wrong.
Here’s how to squeeze more profit from your current advertising.
3 easy hacks to boost product page conversions.
🎯 NEWS
The future of e-commerce: trends to watch in 2024.
👀 LAST WEEK'S LETTER
4 unconventional ways to use customer reviews.
💡 TWEET OF THE WEEK
👊 STOUT SUCCESSES
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“Very helpful. Allen was detail-oriented in the audit that he provided for us - showcasing areas of opportunity on our website specifically for mobile, checkout, etc. Really appreciate the time that Blue Stout took to walk us through the audit a few times with multiple members of our team. It was a very thorough and data-driven audit that provided us with good insight and valuable info.”
Melanie Bedwell, OliPop
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Want this for your store, too?
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That's all for today!
If you enjoyed this, please consider forwarding it to a friend, founder, or fellow marketer.
And if you have any comments/questions, I'd love to hear them.
Until next time.
— Allen
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